The Effect of Online Vacation Service’s Attribute of Consumer Choice: Case Study of People from the Post-80s and 90s Generation in China
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Purpose: The purpose of this study is to understand the behaviors of Chinese online vacation consumers and to explore important differences in alignable and non-alignable attributes across consumer segments. Composition/Logic: In this research, we conducted 3 studies. In study 1, verified service types in online vacation services to ensure the strength of the hypothesis. In study 2, derive the attributes and levels by combining a set of products used in the main study. In the study 3, we analyzed online vacation consumers’ preferences for non-alignable attributes and alignable attributes, together with preference differences across consumer segmentation, using the results of choice-based conjoint analysis. Findings: Purchasing experience may differentiate the preferences of consumers, thereby revealing significant differences between inexperienced consumers and experienced consumers in the travel market. In comparison to experienced consumers, inexperienced consumers place a higher value on non-alignable attributes, while experienced consumers place a higher value on alignable attributes. Moreover, the study results suggest that there are significant differences among Chinese consumers of various age groups in the online vacation market. Originality/Value: This research focused on the Chinese Online Vacation Market/service, and concentrated on alignable and non-aliganable attributes, which affect consumer’s choice, Moreover, we also noted the differences between experienced and inexperienced consumers from the post-80s and post-90s generations.
Abstract
Purpose: The purpose of this study is to understand the behaviors of Chinese online vacation consumers and to explore important differences in alignable and non-alignable attributes across consumer segments. Composition/Logic: In this research, we conducted 3 studies. In study 1, verified service types in online vacation services to ensure the strength of the hypothesis. In study 2, derive the attributes and levels by combining a set of products used in the main study. In the study 3, we analyzed online vacation consumers’ preferences for non-alignable attributes and alignable attributes, together with preference differences across consumer segmentation, using the results of choice-based conjoint analysis. Findings: Purchasing experience may differentiate the preferences of consumers, thereby revealing significant differences between inexperienced consumers and experienced consumers in the travel market. In comparison to experienced consumers, inexperienced consumers place a higher value on non-alignable attributes, while experienced consumers place a higher value on alignable attributes. Moreover, the study results suggest that there are significant differences among Chinese consumers of various age groups in the online vacation market. Originality/Value: This research focused on the Chinese Online Vacation Market/service, and concentrated on alignable and non-aliganable attributes, which affect consumer’s choice, Moreover, we also noted the differences between experienced and inexperienced consumers from the post-80s and post-90s generations.
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